Nike Tries to Enter the Niche Sports It Has Missed

from nytimes.com MOVE over, Michael Jordan: here comes P-Rod. In an attempt to leave no sport unmarketed, Nike, the sports apparel manufacturer, will begin the next phase of its current “Just Do It” campaign with a focus on action sports like skateboarding, snowboarding and surfing. The new campaign, called “The Chosen,”…

Surfer-backed Court Injunction Halts Malibu Lagoon Restoration Project

from ESPN.com Surfrider Beach in Malibu, Calif. is famed for its right-hand point break and often-chaotic melting pot of waves, crowds, and characters. However, a raging debate over a restoration project planned for the nearby Malibu Lagoon, and how it may affect the surf break, has taken the typical three-ring…

Family Releases Andy Irons’ Autopsy Analysis

from surfline.com Three-time world champ died of sudden cardiac arrest; second cause of death “acute mixed drug ingestion” The following statement was just released by the Irons family regarding Andy’s autopsy and toxicology report. The full report was prepared by the Tarrant County, TX Medical Examiner’s office and will not…

Proliferating Stereotypes for Profit

by 3-Time World Longboard Champion, Cori Schumacher from theinertia.com In the world of surfing, as in any other cultural hegemony that values American masculinity to the exclusion of other perspectives, the feminine is the Other, the “like me but hotter,” and is conceived of as an object with a greater…